Submitted by cghiphop on April 24, 2008

• Category: Social Issues
• Words: 965
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Mad About Plaid

Brand identity and Customer Perception
Fergus and Elizabeth have a strong sense of nationalism with regards to British brands. They feel that Castlebridge should maintain a certain amount of autonomy with regards to maintaining their particular British standard. This autonomy includes maintaining the manufacturing of Castlebridge's products locally. Due to one consumer's perception, a Japanese consumer, Fergus feels it is not right for the factories to be outsourced from Malaysia. Though this is due to historical value of animosity between Malaysia and Japan, one could question the significance of such a move to local purchasers. After all, Malaysia is part of the commonwealth...

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